FIFA20 - Digiday Video and TV Award Winner

Audiences today are faced with unprecedented competition for their attention. When truly groundbreaking stories are uncovered and told authentically, they listen — fulfilling our ultimate purpose of fostering deep, genuine engagement with the brand.

We created a groundbreaking cross-platform campaign using local nuance to engage a spectrum of audiences across all social and digital touch points via EA’s fan network of trusted creators as well as influencer athletes across TikTok, Meta, Twitter, Spotify and Twitch.

Campaign Highlights:
- Achieved an engagement rate of 4.7%, exceeding industry benchmarks by 3x.
- The creative increased audience consideration of playing FIFA20 by 22%, as reported by Nielsen.
- Influencer endorsements resulted in a 34% higher likelihood of audiences considering purchasing FIFA20.
- EA experienced a substantial 22% year-over-year increase in FIFA Ultimate Team unique players as a direct outcome of the campaign.
The Result:

Overall, the Changes the Game campaign won multiple awards including a Digiday Video and TV Award: Best Brand Film - Series. Nielsen reported that the overall campaign audience was 22% more likely to consider playing FIFA20 vs. FIFA19.